MINDNATION: 40 SECONDS FOR LIFE

CAMPAIGN BRIEF ASIA 2021 THE WORK

Work for Good, Digital + Online

According to the WHO, someone commits suicide every 40 seconds. At this rate, it could happen to anyone. So on Suicide Prevention Awareness month, we teamed up with MindNation, one of the country’s premier mental health advocacies, to remind everyone of this grim reality and give them the means to help save a life.

And so we created a clock, from which a person would emerge from and jump to their death approximately every 40 seconds. Making use of Zoom’s new video background feature, a simple looped animation made this execution possible on a platform that afforded us the time and reach we needed. In the span of a short 30 minute Zoom meeting, we would have portrayed 45 suicides and reminded people 45 times as to how they could help.